Travel in Japan

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Executive Summary

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Recovery after poor 2016 due to earthquakes and strengthening yen

2017 will see travel sales recover following decline in 2016. 2016 saw a series of earthquakes in Kumamoto, which had a heavy impact on domestic travel.

Mobile travel sales soar but older Japanese remain cautious

Mobile travel sales are soaring, with apps a major battleground for both domestic and international players. Japanese players such as ANA are investing in easy-use apps while international players such as KAYAK are customising Japanese sites to appeal to local consumers.

Loyalty programmes continue to shape purchasing decisions

Loyalty programmes remain hugely popular in Japan and can often shape purchasing decisions within travel, even outweighing price differentials. Rakuten Travel for example continued to see sales soar in intermediaries thanks to its widely popular Rakuten Super Points programme.

Short-term rentals set to soar thanks to relaxed regulation

There is strong interest in short-term rentals in Japan, both in terms of demand and supply. Japan is attracting more budget travellers, while economic uncertainty means many homeowners are keen to supplement incomes by hosting guests.

Stronger growth ahead in forecast period

The forecast period is expected to see value growth at constant 2017 prices strengthen in comparison to the review period. Sales will benefit from ongoing growth in inbound arrivals in the run-up to the 2020 Tokyo Olympics.

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